BA 101
Student: Floyd “Sam GreeneAssignment #1
MARKETING ANALYSIS- Assignment #1
INTRODUCTION: HARLEY DAVIDSONAccording to The official Harley Davidson website, the company was started by William S. Harley and Arthur Davidson in 1901. When William Harley completed his blueprint of an engine designed to fit in a bicycle. The article states the first production model that was made available to the public was “built to be a racing model”. The website Entrepreneur.com, further explains the two friends were later joined by Walter Davidson and William Davidson and incorporated in 1907. The article talks about the inspiration to build upon the new turn of the century invention the bicycle which was taking the nation by storm. The Arthur talks about the time period from 1903-1907 as the” growth and development” stage of the company, increasing production from 50 motor cycles to around 1000 a year. The company logo “bar and shield “design would emerge in 1910 and be trademarked in 1911. This famed Logo is still in use today. Over the years, Harley Davidson as grown to become an iconic company, evolving in both product development and Marketing strategies. Target Market:

Harley Davidson Motor Company has had several target markets during its history. Early in the company history Harley Davidson targeted the racing enthusiast and developed a reputation of manufacturing “reliable and unusually fast motorcycles” (entrepreneur.com). By 1910 the company Increased production to 3,200 bikes per year. Harley Davidsons marketing would be considered a psychographic segmentation, which is a life style. However over the years the company has used several marketing strategies, the article found at entrepreneur.com talks about how Harley Davidson targeted both police departments and the U.S. government. Separate from the government campaigns Harley Davidson is considered a Life Style and grown to a production line of not only motorcycles, but protective clothing and...

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...﻿BA 304 Marketing Management (Spring 2014)
Submitted to
Dr. Hibshoosh Aharon
Case Analysis 3
Harley Davidson’s
Presented By
Kornravee Samuthphong
Student ID# 8551
Group 8
Synopsis
According to the documentary, HarleyDavidson Motor Cycles Company was founded in 1903 and the celebration of 100th year anniversary was in the summer of 2003. Harley has tried to explore some of the history of the company. HarleyDavidson Motor Cycles Company and its products such as motorcycles, merchandise that saw HarleyDavidson Motor Cycles Company become an American icon.
The video presents a Harley riding family as they venture from California to Milwaukee. The film presents footage of these popular machines, along with a look at the various types of people who consider themselves motorcycle enthusiasts. Having imbedded into films, movies, and American culture, the high quality motorbikes became American legends ranking HarleyDavidson Motor Cycles Company brand, logo and name among the world’s leading companies. In incense HarleyDavidson is the Spirit of America. But HarleyDavidson Motor Cycles Company offered a unique product during this period of 100 years such that there were high barriers for entry for...

...Case Analysis 2: Harley-davidson
MKT 201:001
Long Island University
Angel Pagan
November 17, 2012
Case Analysis 2: Harley-Davidson
This case focuses on the iconic motorcycle brand of Harley-Davidson. Harley-Davidson is an American motorcycle manufacturing company founded in Milwaukee, Wisconsin. SinceHarley-Davidson was established in 1903, the manufacturer has experienced its ups and down. It especially encounters struggles like any other automobile industry during economic downturns. On the verge of bankruptcy around 1980, Harley-Davidson made a surprising comeback. This comeback was mainly a result of Harley-Davidson’s incorporation of customer services into its products, product differentiation through quality and design as well as focusing production on a consistently high level of quality. Today, the company’s annual worldwide sales total more than $4 billion worldwide and have an annual output of 200,000 motorcycles along 35 different models in seven product lines. With these results it is safe to say that Harley-Davidson dominates the U.S. motorcycle market and is also strong in Europe and Japan.
Harley-Davidson does a very good job at differentiating its product. In fact, product...

...BUAD 4980
Strategic Management
REPORT #1: STRATEGY ANALYSISHarleyDavidson
Zach Jones
1. INTRODUCTION
This project is one of three reports I will complete as part of the strategic analysis of Harley-Davidson. This first report focuses on strategy analysis and includes the following sections. First, the major concepts related to the competitive advantage analysis will be defined. Second, those concepts will be applied to the case of Harley-Davidson in order to analyze its competitive position in the global automobile industry. The analysis of Harley-Davidson will be followed by its evaluation to identify the major problem the company is facing and a proposed solution to overcome the challenge and continue to achieve a competitive advantage.
2. CONCEPTS
Several strategic tools are used to determine whether a firm has achieved competitive advantage. These most tools are SWOT analysis, value chain analysis, and competitive advantage analysis. Each of the tools involved a number of concepts. This section will define the key concepts involved in the SWOT analysis, the value chain analysis, and competitive advantage analysis.
2.1. SWOT...

...Competitive Landscape
HarleyDavidson, as a producer of motorcycles, competes as part of the “Recreational Vehicles” industry. Winnebago, Polaris, Thor, Arctic Cat, and Marine Products are just some of the companies that also compete under Recreational Vehicles, but these companies dominate the industry comprising of 92% of the market share. These 5 companies specialize in manufacturing boats, jet skis, snow mobiles, and terrain vehicles such as four-wheelers, Polaris being the only company that even produces a motorcycle. Although Harley is categorized as competing in the recreational vehicle industry, it is more logical to compare Harley to its direct product competition. This direct product competition consists of four major competitors, including Yamaha, Kawasaki, Suzuki, and Honda. Compared to HarleyDavidson, who specializes in producing heavyweight motorcycles, the four Japanese competitors manufacture a wide array of motorcycles from lightweight to heavyweight, in addition to other products such as cars, watercraft, and music equipment. This enables them to appeal to a wider customer base, while Harley solely relies on the sales of its heavyweight bikes. Yamaha, Kawasaki, Suzuki, and Honda used their brand image from their other products to break into the motorcycle industry and gain market share. The Japanese companies’ success in the heavyweight...

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Trident University
Module 3- Case Assignment
MGT499
Dr. David Pritchard
June 13, 2015
Harley-Davidson has many opportunities for moving forward in a competitive environment. However, H-D faces many threats in the environment. The alliance between Harley and Lehman Trikes presented an opportunity for both organizations.
Opportunities
• Large India market for H-D is virtually untapped (only 6% of population have motorcycles)
• Manufacture street bikes in India with low price range (aiming for young audience)
• Considering entry into the 250-300cc bike segment
• Bikes predicted to reach more than 20 million in India by 2020
• In India, availability of loans to consumers is easy
• Competition is at the peak and markets are getting saturated
• New growth avenues in India’s regions
• High research and development that facilitates innovation and attracts industry attention
• Continuous focus on new product development to support innovation (Globaldata, 2012)
Threats
• Depends on a single supplier for some but not all raw materials (dependent on the supplier to deliver materials in time)
• Rising input costs has a major impact on the operational costs
• Increasing pressure on the costs of commodities leads to capacity constraints, lower production, and financial distress to raw material suppliers
• Delay in receiving raw materials affects product delivery to customers, which impacts...

...HARLEYDAVIDSON MOTOR COMPANY
Harley-Davidson was established in 1903 with headquarters in Milwaukee. It
is a diversified company, the only major US maker of motorcycles still in business
and the nation's #1 seller of heavyweight motorcycles offering several models of
touring and custom cycles, related products, accessories and transportation
vehicles. In the 1960’s, the Japanese flooded the market competing with
light weight motorcycles and huge marketing programs to promote sales. The
motorcycle industry took off rapidly. In 1969, this market penetration created
major quality problems for HarleyDavidson related to increased production efforts
to remain competitive. The company could not match the excellence of the Japanese
cycles who had began producing heavy weight cycles, nearly driving HD out of
business. HD founders grandson, who mingled with and understood the Harley riders
was successful in keeping the company viable with new designs.
In the 80’s, 13 members of HD management purchased the company from AMF and
introduced a short term strategy to return to quality with Just in time inventory and an
employee involvement, quality circle program. In 1982, HD convinced the International
Trade Commission (ITC) that a glut of imported Japanese bikes were a threat to the
company. Tariffs imposed on the...

...William Harley and Arthur Davidson wanted to take the work out of riding bicycles in 1901. After being joined by the Arthur brothers, Walter and William, they came up with the idea of putting a motor and a bicycle together. Many engine changes were made before the builders were satisfied. In 1903, they created the first Harley-Davidson motorcycle and produced three that year. Harley built its first building in 1907 on Juneau Avenue in Milwaukee. That same year, 150 motorcycles were produced. As they were used for recreational purposes, they were also used in military situations. They proved useful in border skirmishes and the government called for 20,000 bikes to be shipped overseas. Following the war, other companies tried to enter the market, but Harley remained the largest. The depression had an unfavorable effect on Harley as it did with most corporations, but it outlasted the crisis and celebrated its fiftieth year in 1953 as the sole survivor in the motorcycle industry. Harley did turn public in 1965, but was bought by thirteen senior Harley-Davidson executives in 1981. It was returned to public ownership in 1986 by offering two million shares of common stock. It was approved by the New York Stock exchange in 1987 and has been there ever since.
2. A company with the history of...